… and sweatshop free since 1997, American Apparel” is a constantly growing manufacturer and retailer of t-shirts. Led by charismatic and energetic entrepreneur Dov Charney who proudly reveres an avant-garde business philosophy that challenges the corporate establishment and rejects institutional norms in manufacturing, American Apparel” is pioneering new standards of social responsibility. Charney’s ideals are the center of everything that happens at American Apparel”. A huge employer of women and minorities, American Apparel” offers services such as an onsite health clinic and massages, extensive insurance coverage, and recreational activities for the employees. All American Apparel” employees have a voice that is heard. On a regular basis the company, including Charney and workers alike, participates in demonstrations for workers’ rights and other social causes. American Apparel” products are 100% cotton basics, come in solid colors, without any kind of logo, and without regard to any season. As of 2006, the extended product line now includes tank tops, underwear, socks, swimsuits, dresses, and t-shirts for dogs. American Apparel” sells its product at a reasonable price and massively cuts costs by technologizing its production, and consolidating all facets of the company under one roof; which happens to be the roof of an enormous pink building in downtown L.A. Also known for his hypersexual persona, Charney’s advertising strategy is simply a reflection of what appears to be on his mind: girls. American Apparel” ads are unprofessional snapshots, some of which are shot by Charney himself and the American Apparel” staff, of girls who are not models, but express a hip, unconventional beauty and youthful sexuality. As one of the most profitable operations in the t-shirt industry, American Apparel” proves that social responsibility does not equal economic failure and makes it sexy at the same time.